india against corruption - sunil agarwal

INDIA AGAINST CORRUPTIONCASE STUDY: INSIGHTS

2011 massive anti-corruption movement

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – Trial (2 yrs) and punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna (who is Anna?) threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Cut down Corruption

Pass the Bill – punish the corrupt

Government sets deadline to form Panel

Eyewash solution

Anna threatens an Occupy

Arrest

Freed but refuses to move out

Support intensifies

Fast unto death – victory etc.

The Movement

Marketing Pundits Insight

Create symbols,

icons

Offer a consumer

experience

Test Market

Package it right

Make a Media Plan

Use the right imagery

Right tagline

Brand Ambassador

Marketing Pundits’ Insights

Insiders’ insights

Public Anger

S

I

V

Insiders’ insights

Public Anger

Simple Solution

I

V

Insiders’ insights

Public Anger

Simple Solution

Inspired by one man

V

Insiders’ insights

Public Anger

Simple Solution

Inspired by one man

Unplanned; Luck

I paid a bribe- traffic, passport, water, ration, birth certificate, tax…

Our compromise with the devil

I paid a bribe- traffic, passport, water, ration, birth certificate, tax…

Our compromise with the devil

The Devil – scams$ BILLIONS and tens of BILLIONS

No vested interest

Trusted people – Simple Solution

Anna

74 years old Army veteran

Highest honors (public service)

No Assets/ Liabilities

No Possessions

Sleeps in a temple

No desires

Doing it (Fasting) Just for India (for us)

Anna Inspires – my revolution

What spiked the movement

The early adopters

Journalists thru Social MediaSpeeches coveredAppeals by Gurus with huge following- Baba Ramdev and Sri Sri Ravi Shankar (20 m each)

Social Proof (and journalists as supporters)

Platforms

I’ll seek out informationWe all got involved in seeking information about OUR movement by:ReadingWatchingSearchingDiscussingSharing

Building the database

Missed Calls80 million outgoing‘Join the India Against Corruption by giving a missed call to 9876543210 (forward this…)

20 million responded

Donate at Zero Cost

We millions acted within our personal resources of time and effort at Zero cost

Discussed

Forwarded mails

Missed Calls made

Read

Watched

Historical TV Ratings

Headlines

TV ratings (150 million)

Fear of numbers of supporters

Government takes notice

Fast continues on 24/7 TV reality show

Enters 13th Day

Act now (Deadline)

Will power – Simplicity – Purity

All he said was :

‘Good Thoughts, Good Deeds’

The Occupy

All he said was :

‘Good Thoughts, Good Deeds’

Will Power

Simplicity

Purity

(our subconscious?)

Superhuman

Our sameness – Good vs Evil (a visible Devil)

We’re Winning

Identification (It’s our Movement – I am Anna)

Personal issue/ conflict

Simple solution

Trusted, Charismatic Leaders

No vested interest

Deadline

Social Proof

I am (we are) winning

MY MOVEMENT

I need to

Act

NOW

myindiaagainstcorruption@yahoo.com

@SunilAgarwal

http://in.linkedin.com/in/sunilagarwal1958born